Consumer Staples Sep 14, 2021 09:27 AM (GMT+8)
Recently, China fragrance tide brand "smell library" announced the completion of round B financing. This round of financing is exclusively invested by the Spanish perfume beauty group PUIG, and the index capital is the exclusive financial adviser. The financing funds will be used for continuous research and development of original fragrance products based on Contemporary Chinese culture, creating an experiential consumption scene with online and offline linkage, promoting the optimization and integration of international supply chain, and building a talent team.
In 2009, the "smell library" was founded in Beijing, China is one of the earliest game player who is interested in perfume. It hopes to explore the business model of Chinese culture original products, and gradually implement the brand concept as a replicable product strategy. At present, the smell library has 3 main lines, namely, perfume, fragrance, body care and home furnishing.
From the perspective of Chinese culture, the smell library links the Chinese common memories and emotions through odour, so that the product can form an emotional magnetic field in the hearts of most 80 or 90 China people, and become a popular brand of national perfume. Cross border joint cooperation with "Guochao" brands, including big white rabbit, helps the brand quickly out of the circle and continuously expand public influence.
At the product level, the success of "liangbaikai" series has verified the commercial logic of "smell library" to detonate Chinese empathy and consumption desire with "Chinese flavor". According to the data, the highest monthly sales of "liangbaikai" series reached 400000 bottles, and the annual sales exceeded 1 million bottles in 2018. At the same time, the detonation of "cool and white" also brought huge traffic to the "smell library" and boosted the overall sales of washing and care products
This text is a result of machine translation.